Description
the telecom player and describes its current marketing objectives, use of social networking sites, customer care, schemes, SwOT, PEST analysis, STP segmentation, targeting, positioning, BCG, marketing strategies and marketing plan.
Click to edit Master subtitle style
1/21/13
TATA Teleservices
?TTSL is a subsidiary of the TATA group.
?Incorporated in 1996.
?Divisions:
A. Tata Indicom B. Tata DoCoMo C. Virgin Mobile India
1/21/13
NTT - DoCoMo
?NTT DoCoMo is the predominant mobile phone
operator in Japan.
?Total assets worth $ 65.438 Billion.
1/21/13
Tata - DoCoMo
?November 2008 – Tata Teleservices partners with
NTT DOCOMO.
?Tata DOCOMO entered the Indian market as the 9th
GSM operator.
?Offers both prepaid and postpaid GSM cellular
phone with presence in 19 circles.
1/21/13
PEST Analysis: An Environmental Scanning
PEST Analysis is an analysis of the Company at a broad macro level and examines the company under the headings of:
?POLITICAL ?ECONOMIC ?SOCIAL ?TECHNOLOGICAL
1/21/13
Political
Government and legal issues affecting how the company operates:
?Regulation ?Infrastructure ?Banning of phone use in certain circumstances ?Health issues
1/21/13
Economic
Factors influencing the purchasing power of customers and the company are cost of capital
?Cost of 3G licenses ?Cost of calls being driven down ?Recession
With two giants NTT and TATA, they don’t mind adding the number of zeroes in their marketing budget.
1/21/13
Demographic and cultural aspects of the environment that influences customer needs and market size
?Health issues ?Demographics ?Social trends ?Picture phones ?Mobile etiquettes ?Saturation Point
1/21/13
Social
Technological
?3G
?UMTS (2.5G)
?GPRS/WAP
?SMS/MMS
1/21/13
STP Analysis
?Segmentation
?Targeting
?Positioning
1/21/13
Segmentation
?Income. ?Age. ?Service Usage. ?Nature of Customer
A. Institutional. B. Sole.
?Life of the Service. ?Geographical Condition.
1/21/13
Targeting
?Adopting a multi segment approach.
?Offering series of differentiated products to their
respective markets.
?Home calling cards for the family of those
professionals who work abroad.
?Cheap SMS facility for youth.
1/21/13
Positioning
?First in the market for the Pay per second.
?First in the market for pay per site.
?Schemes like listen to your song when dial others.
1/21/13
Target Market
?India has 648.73 million subscribers in total.
?Projected that India will have 1159 million mobile
subscribers by 2013.
?Market of 510.27 more mobile connections.
So even though it is a late entrant the potential for it to become the largest Operator does exist.
1/21/13
Product Life Cycle
1/21/13
BCG Model
1/21/13
Current marketing Objectives
?Want to be the top mobile service provider by the
end of year 2013.
?The average revenue per user is being falling now so
it is the objective of TATA DOCOMO to regain the ARPU.
?India is having is high customer base with low
penetration level that so they want to cash on this.
1/21/13
Current Marketing Objectives
?Innovate and deliver on customers total
communications need
?Need to educate consumers about cellular telephony
A. Can I call STD? B. Can I use my phone in an elevator? C. What is airtime?
1/21/13
Current Marketing Strategies
Using Social Networking and other sites like Facebook, Orkut, Twitter etc. for marketing:
?A dedicated Social Media team at Interface was built
to execute the plan.
?All products, offers and schemes were first
announced to our Twitter followers before they were allowed on any other media.
1/21/13
Current Marketing Strategies
Innovative customer care:
?If the company fails to meet pre-determined levels of
service standards, the subscribers would be compensated with monetary benefits!
?Customer Care using Live Chat!
1/21/13
Current Marketing Strategies
Innovative Schemes
“Do The New Everyday” with Tata DOCOMO Daily Plans.
? Calling & SMS
? ? ?
1 paisa per 2 seconds. STD at 3p/4sec. Night calling at 1 paise/6seconds.
? Even in roaming the calling rates remain the same. ? GPRS
?
Pay per site.
? Pay
Rs. 10 and view one site unlimited for 1/21/13 a month
SWOT ANALYSIS
Click to edit Master subtitle style
1/21/13
Strengths
? New to Indian market ? NTT DoCoMo, Japan ? TATA’s presence in the market ? Innovative tariffs
1/21/13
Weakness
?Lack of own infrastructure
?High spending on advertising
?Lack of holistic approach
1/21/13
Opportunities
?Booming Indian telecom industry
?De-regularisedpolicy by the govt
?Rural Market
?Docomoannouncing expansion upto 42%
1/21/13
Threats
?12 other major players in the market
?Customer loyalty
?Change in government policy
?New entrants
1/21/13
Marketing Communication Objectives
?Building Product Category/Wants.
?Creating Brand Awareness.
?Enhance Attitudes, influence Purchases.
1/21/13
Commercial Strategy
?Rebranding:
Stores Mass Media Coverage
?Innovative Distribution to reach the
customer:
Exclusive shops Hub and Spoke Associate distributors
?Customer service:
Shops and call centres Vans
1/21/13
Competitive Analysis
Vodafone
They are targeting middle class persons as their target audience. It can be justified by their product like Rs. 10 chhota recharge.
Airtel
Elite, Up-market professionals, entrepreneurs. Uninor
1/21/13
Marketing Objectives
?Creating brand awareness.
?To make it the largest provider of telecom services in
the country – to capitalize on the large rural market!!
?To take the leap from a leading domestic player to a
major global player.
?To be on top of the mind of the consumers.
1/21/13
Marketing Plan
PERSONAL TOUCH IN ADVERTISING: Other major telecom companies have advertisements that people want to relate to.
1/21/13
Marketing Plan
Do Away With BLACKOUT Days.
1/21/13
Marketing Plan
Rural Segment:
1/21/13
Marketing Plan
Collaboration with Low-end Handset Manufacturers.
1/21/13
Marketing Plan
Attractive schemes
Promote Postpaid
1/21/13
doc_758865772.pptx
the telecom player and describes its current marketing objectives, use of social networking sites, customer care, schemes, SwOT, PEST analysis, STP segmentation, targeting, positioning, BCG, marketing strategies and marketing plan.
Click to edit Master subtitle style
1/21/13
TATA Teleservices
?TTSL is a subsidiary of the TATA group.
?Incorporated in 1996.
?Divisions:
A. Tata Indicom B. Tata DoCoMo C. Virgin Mobile India
1/21/13
NTT - DoCoMo
?NTT DoCoMo is the predominant mobile phone
operator in Japan.
?Total assets worth $ 65.438 Billion.
1/21/13
Tata - DoCoMo
?November 2008 – Tata Teleservices partners with
NTT DOCOMO.
?Tata DOCOMO entered the Indian market as the 9th
GSM operator.
?Offers both prepaid and postpaid GSM cellular
phone with presence in 19 circles.
1/21/13
PEST Analysis: An Environmental Scanning
PEST Analysis is an analysis of the Company at a broad macro level and examines the company under the headings of:
?POLITICAL ?ECONOMIC ?SOCIAL ?TECHNOLOGICAL
1/21/13
Political
Government and legal issues affecting how the company operates:
?Regulation ?Infrastructure ?Banning of phone use in certain circumstances ?Health issues
1/21/13
Economic
Factors influencing the purchasing power of customers and the company are cost of capital
?Cost of 3G licenses ?Cost of calls being driven down ?Recession
With two giants NTT and TATA, they don’t mind adding the number of zeroes in their marketing budget.
1/21/13
Demographic and cultural aspects of the environment that influences customer needs and market size
?Health issues ?Demographics ?Social trends ?Picture phones ?Mobile etiquettes ?Saturation Point
1/21/13
Social
Technological
?3G
?UMTS (2.5G)
?GPRS/WAP
?SMS/MMS
1/21/13
STP Analysis
?Segmentation
?Targeting
?Positioning
1/21/13
Segmentation
?Income. ?Age. ?Service Usage. ?Nature of Customer
A. Institutional. B. Sole.
?Life of the Service. ?Geographical Condition.
1/21/13
Targeting
?Adopting a multi segment approach.
?Offering series of differentiated products to their
respective markets.
?Home calling cards for the family of those
professionals who work abroad.
?Cheap SMS facility for youth.
1/21/13
Positioning
?First in the market for the Pay per second.
?First in the market for pay per site.
?Schemes like listen to your song when dial others.
1/21/13
Target Market
?India has 648.73 million subscribers in total.
?Projected that India will have 1159 million mobile
subscribers by 2013.
?Market of 510.27 more mobile connections.
So even though it is a late entrant the potential for it to become the largest Operator does exist.
1/21/13
Product Life Cycle
1/21/13
BCG Model
1/21/13
Current marketing Objectives
?Want to be the top mobile service provider by the
end of year 2013.
?The average revenue per user is being falling now so
it is the objective of TATA DOCOMO to regain the ARPU.
?India is having is high customer base with low
penetration level that so they want to cash on this.
1/21/13
Current Marketing Objectives
?Innovate and deliver on customers total
communications need
?Need to educate consumers about cellular telephony
A. Can I call STD? B. Can I use my phone in an elevator? C. What is airtime?
1/21/13
Current Marketing Strategies
Using Social Networking and other sites like Facebook, Orkut, Twitter etc. for marketing:
?A dedicated Social Media team at Interface was built
to execute the plan.
?All products, offers and schemes were first
announced to our Twitter followers before they were allowed on any other media.
1/21/13
Current Marketing Strategies
Innovative customer care:
?If the company fails to meet pre-determined levels of
service standards, the subscribers would be compensated with monetary benefits!
?Customer Care using Live Chat!
1/21/13
Current Marketing Strategies
Innovative Schemes
“Do The New Everyday” with Tata DOCOMO Daily Plans.
? Calling & SMS
? ? ?
1 paisa per 2 seconds. STD at 3p/4sec. Night calling at 1 paise/6seconds.
? Even in roaming the calling rates remain the same. ? GPRS
?
Pay per site.
? Pay
Rs. 10 and view one site unlimited for 1/21/13 a month
SWOT ANALYSIS
Click to edit Master subtitle style
1/21/13
Strengths
? New to Indian market ? NTT DoCoMo, Japan ? TATA’s presence in the market ? Innovative tariffs
1/21/13
Weakness
?Lack of own infrastructure
?High spending on advertising
?Lack of holistic approach
1/21/13
Opportunities
?Booming Indian telecom industry
?De-regularisedpolicy by the govt
?Rural Market
?Docomoannouncing expansion upto 42%
1/21/13
Threats
?12 other major players in the market
?Customer loyalty
?Change in government policy
?New entrants
1/21/13
Marketing Communication Objectives
?Building Product Category/Wants.
?Creating Brand Awareness.
?Enhance Attitudes, influence Purchases.
1/21/13
Commercial Strategy
?Rebranding:
Stores Mass Media Coverage
?Innovative Distribution to reach the
customer:
Exclusive shops Hub and Spoke Associate distributors
?Customer service:
Shops and call centres Vans
1/21/13
Competitive Analysis
Vodafone
They are targeting middle class persons as their target audience. It can be justified by their product like Rs. 10 chhota recharge.
Airtel
Elite, Up-market professionals, entrepreneurs. Uninor
1/21/13
Marketing Objectives
?Creating brand awareness.
?To make it the largest provider of telecom services in
the country – to capitalize on the large rural market!!
?To take the leap from a leading domestic player to a
major global player.
?To be on top of the mind of the consumers.
1/21/13
Marketing Plan
PERSONAL TOUCH IN ADVERTISING: Other major telecom companies have advertisements that people want to relate to.
1/21/13
Marketing Plan
Do Away With BLACKOUT Days.
1/21/13
Marketing Plan
Rural Segment:
1/21/13
Marketing Plan
Collaboration with Low-end Handset Manufacturers.
1/21/13
Marketing Plan
Attractive schemes
Promote Postpaid
1/21/13
doc_758865772.pptx